🎉 Big News: Our Director Clare Otridge Named MRS Research Hero 2025!

We’re absolutely thrilled to share that our very own Clare Otridge, Director of Grounded Research, has been named a 2025 Research Hero by the Market Research Society (MRS)!

The MRS Research Heroes programme celebrates individuals who have made exceptional contributions to the research industry — often behind the scenes and beyond the spotlight. This year’s list includes professionals from every corner of the sector, and we couldn’t be prouder to see Clare’s name among them.

👉 Read Clare’s story on the MRS site: Clare Otridge – Research Hero

Clare was recognised for her trailblazing work making research more accessible, inclusive, and impactful — especially in agriculture, a sector that’s notoriously hard to reach. A farmer’s daughter with a background in marketing and a postgraduate degree in behavioural science from Warwick Business School, Clare has built Grounded Research into a purpose-led agency that brings lived experience and behavioural expertise to the forefront of research.

As the MRS citation put it:

“Clare has championed access, inclusivity, and impact in a notoriously hard-to-reach sector... and has built a bridge between a complex industry and the people who need to understand it.”

Championing a Different Way of Doing Things

From resisting the "fast and cheap" research model to pioneering participant-led panels rooted in purpose, Clare has always believed in quality over quantity — and in listening to the people closest to change.

With over 10,000 panellists now signed up across Grounded Research’s three interconnected communities, her approach is proving that values-driven research isn’t just viable, it’s vital.

What’s Next?

Clare sees the future of research as one that puts authenticity, ethics, and lived experience at its core. In a world of AI-generated data and digital twins, she’s a passionate advocate for real voices, real stories, and real change.

From all of us at Grounded Research — congratulations, Clare! Thank you for challenging the status quo and leading with purpose. We’re so proud to have a Research Hero at the helm.